How To Write Attention Grabbing Headlines
Headline Categories Most of the time you will see headlines falling into one of these three categories, and you should try to use one or two in your headline. Self-Interest Curiosity News
Self-interest State what’s the benefit to the user (promise of a benefit), essentially what they want and how to get it. This is straightforward and the most effective type of headline.
Curiosity You appeal to their curiosity through “Do you know this” or “Do you make these” questions.
News You tell the news by announcing a new groundbreaking product or a new use for an old product. News headlines often start with: “Introducing…” “Announcing” “Finally…” “Presenting…” “New…” “Now…”
Usually, self-interest is better than just curiosity headlines alone, but you can combine self-interest with curiosity to make even more effective headlines! For that reason, avoid using headlines that only provoke curiosity. Let’s say we have the two following headlines: “Are You Afraid of Making Mistakes in English?” “Do You Make These Mistakes in English?” Which do you think is the better one? The second one because it appeals to curiosity and contains a promise of benefit in the form of free information!
Quick and Easy fix People may see a ton of headlines per day so try to suggest a Quick and Easy way to get what they want. Your goal is to hook them so that they read the rest of the copy!
Appeals There are so powerful appeals you can use in advertising to improve the power of a headline. Try to use at least one in your copy. The strongest are:
Sex/sex appeal (physical act, love, affection, friendship) Greed (All physical and emotional things that money can buy) Fear (of losing or not gaining what you hope to achieve) Duty/ honor/ professionalism (what is best for those I serve)
The previous ones can take different forms but here are some of our primary appeals you can use on your headlines: Make more money! Save money Retirement security Better Health Now Health Care Security Security in Old Age Advance in trade/job Prestige Enjoyment Easier chores Gain more leisure Comfort Reduce Fat Freedom from Worry Desire to be in a group
Powerful Headline Words Here are a few powerful headline words you can also incorporate: Free New
Your Now Quick How To
Some steps you can use to find use a successful appeal: Have a reason for choosing the appeal to use Test a number of different appeals Determine the winning appeal Cash in on the winning appeal
Headline Analysis Here’s how you can analyze your headlines or even a landing page. Start by dividing ads in groups based on conversions, sales or clicks and analyze:
Headline/Subheads: Appeal; Wording; Size; Placement. Illustration(s)Subject: Size; Style; Placement. Layout/Colors: Any overall difference between winner(s) and loser(s). Copy: Amount; size and style. Offer: Including how to order or purchase. Size: Size in relation to the page on which the ad appears.
More Tips
Short Sentences. Short Paragraphs. Short Words. No apostrophes! No long sentences. Copy should be simple and swift. Logical sentence flow: A—B. B—C. Advertising a motorboat? Show a picture of a motorboat! Be specific and provide clarity in headlines Mention numbers, results on money figures Choose the right audience and make it clear on the headline Talks in terms of the reader and use“You” Positivity is prefered.
Headline Examples Headline 1 A - To a $25 000 man or woman who would like to be making $50 000 B - Here’s proof that this training pays financially A is the winner because it specifically mentions money twice and contains a strong indication of increased earnings (strong promise of benefit). Instead of Dollar amounts B uses “financially” which is not as effective and much less specific.
Headline 2 A - Here’s one question you shouldn't ask your wife B - Get rid of money worries for good
B is the winner. It has a promise of benefit while A is purely a curiosity headline.
Headline 3 A - A vacation that lasts the rest of your life. B - How you can retire on a guaranteed income for life. B wins because it selects the right audience and promises a benefit while A lacks clarity and might be a bit misleading.